Experts including Paul Greenberg and Shaun Smith nominate 2010's key trends.
Businesses have faced a threat on two fronts in 2010 – and as a result, companies have had to reappraise their customer engagement efforts to adjust to the new challenges.
"The second thing is that where cost-cutting is required, many organisations take a blunt axe to it and basically cut everybody’s budget by 10%. The more sophisticated and savvy organisations realise how they create value for customers, and yes they reduce cost – Burberry reduced its supply chain costs and took costs out of manufacturing and so on by closing some less productive plants – but they actually put money into where it matters most to customers. So it is about dialling up the experience where it matters most. And a good example of this is O2, which has really invested in creating more value for customers whilst being very savvy in terms of improving processes and so on to reduce costs elsewhere."
Neil Davey is the managing editor of MyCustomer. An experienced business journalist and editor, Neil has worked on a variety of newspapers, magazines and websites over the past 20 years, including Internet Works, CXO magazine and Business Management. He joined MyCustomer in 2007.